Pattern #71: Personalized Next Step

Pattern Author: Will Anderson - Growth Product Manager @ Designlab

Based on 1 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
Almost Certain Winner
Personalized Next Step
  1. Next Call To Action Recommending

    After a user or lead expresses interest in a product (ex: signs up for a lead magnet or a trial), the interface transforms the call to action to a higher intent one (ex: a purchase or enrollment with more commitment)

  2. Remebering On Return Visits Recognition

    This level of personalization is remembered for any return visits (ex: cookied). Hence the new call to action continues to be displayed when users come back to the site later.

Median Effects



Ex: First Action

(1 tests)



Ex: Leads, Quotes



Ex: Trials



Ex: Future Action



Ex: Transactions

(1 tests)






Ex: Return Visits



Ex: Social Shares


Test #187 Tested on by Will Anderson Will Jul 09, 2018

Find Out How It Performed With 3,326 Visitors

Product Desktop, Mobile
  • Measured by clicks on enroll   |   p-val (?)

  • Measured by successful enrollments   |   p-val (?)

In this experiment, a lead form (with a syllabus) would transform into the next application step of "enrolling" after being submitted. More so, this surfacing of the next enrollment step was personalized and shown for users that also returned to the web site in future visits. 

Get Access To See The Test Results

For each pattern, we measure three key data points derived from related tests:

REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.

SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process

DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.